Bid on “problem” keywords : Think about the most common issues your audience experiences, and the main reasons they would turn to you. Perhaps your customers are struggling with time-management for social media, therefore bid on “faster social media management,” or “social media marketing workflow.” Bid on problem/solution keywords rather than more aggressive terms like “buy now” and “purchase.” Take time writing down common questions you receive, and then put yourself in the shoes of your searcher to get an idea of the keywords you should be bidding on. Direct your ads to “solution” content : Group your keywords in ad groups with different problems that direct to an ad addressing a solution for that problem (without giving that solution away because you need that click!). Then ensure your landing page provides an educational piece of content to help solve that problem, wh...